Golden State Warriors blend sports and music with new album from their groundbreaking record label

Golden State Warriors’ Stephen Curry reacts during the second half of an NBA basketball game against the Milwaukee Bucks, Monday, Feb. 10, 2025, in Milwaukee. (AP Photo/Andy Manis)
LOS ANGELES – The Golden State Warriors are known for their electrifying plays and superstar Stephen Curry, but now the team is pioneering a fresh gameplan: blending sports and entertainment in a way no NBA franchise has before.
As the first and only NBA team with its own record label, Golden State Entertainment, the Warriors are expanding their reach with “For the Soil,” a new album released this week. The project featuring the Bay Area’s top music artists — from E-40, Too Short, Saweetie, G-Eazy, Goapele, LaRussell and Larry June — arrives just in time for the league’s All-Star Game weekend in San Francisco.
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“A basketball team with a record label is unheard of until now, which is a testament to the Warriors and the Bay,” said P-Lo, a Filipino-American rapper who produced “For the Soil,” a collaborative release between Golden State Entertainment and EMPIRE, a distribution and publishing company. He will perform live during an NBA All-Star tipoff party on Thursday at Thrive City, a 11-acre community gathering space surrounding the Chase Center.
“This is about innovation, bringing a new idea to the table,” said P-Lo, a lifelong Warriors fan who has worked with artists such as Yo Gotti, Saweetie and Kehlani. He’s no stranger to the franchise, riding his convertible car as part of the Warriors championship parade, celebrating the team’s title in 2022.
“We’re here to break barriers while I’m trying to process it all,